Rajat Sharma’s India TV has formed a new company, India TV Interactive (ITVI) Pvt Ltd, to lead its foray into various new media platforms and value-added services. Arvind Mahendru has been brought in as Senior VP (New Media), ITVI. He will be reporting to Ritu Dhawan, MD, India TV. He moves from GroupM, where he was Managing Partner.
Commenting on the development, Rajat Sharma, Chairman, India TV, said, “I am delighted to kickstart such an ambitious foray into new media with one of the most highly-regarded new media specialists in our industry. Arvind has a rich and diverse repertoire and I have no doubt that he will drive the exciting area of developing and monetising new media solutions for the India TV brand to dizzy heights.”
Ritu Dhawan said, “Through ITVI, Arvind will be building our group’s businesses on the Internet, mobile and interactive television platforms to the levels of a market leader at scorching speeds.”
On his new role, Mahendru said, “I am truly excited about the opportunity given to me by India TV. My brief mission statement for our new media business is to very soon match up to the exacting standards of achievement set by India TV, our group’s flagship brand.”
Mahendru has been General Manager - Marketing with Bharti Airtel Ltd in Delhi from 2005-07, where he had headed content acquisition for broadcast TV, games and international film based content for video-on-demand services for the IPTV, broadband, mobile and DTH platforms. Prior to Bharti, Mahendru was Chief Manager, Broadband, Times Internet Ltd, where he was managing distribution, content planning and acquisition. He was in-charge of the first ever IPTV product pilot in India, understanding consumer insights, product and consumer value propositions, and looked after the ‘8888’ short code service. He has also been with AM Trinity Platco Ltd, New Delhi; Turner International (India) Pvt Ltd (now Zee Turner Pvt Ltd.); and Star TV.